New Balance announces its multi-week celebration of Grey in May spotlighting the new and classic expressions of the brand’s enduring legacy in its signature colour. In service of building a superior running shoe in the 1980s, New Balance introduced the colour Grey intentionally, a choice made with the same level of consideration as any performance feature.
In keeping with the fearlessly independent New Balance ethos, the colour Grey stood out amongst its competitors, while proving to be a perfect complement to the concrete and asphalt backdrop of urban road running. Before long, people noticed that Grey running shoes looked good anywhere. While the models have evolved over the years with everchanging technology and materials, Grey continues to embody New Balance’s timeless quality and style, in every form.
In tribute to Grey, on 10 May, the brand will release a short film titled “Grey Days” paying homage to the New Balance’s pervasive impact on the many facets of Global sneaker culture from sport to street, and everything in between. There will be several vignettes leading to one seven-minute film, each vignette will portray a different aspect of the brand’s history. The film, from new imprint American Haiku, was written in collaboration between creative directors Thom Glover & Daniel Wolfe, alongside Elliott Power, director of photography Norm Li, with perfectly realised 1960s retro animation from Stray London and still photography by Samuel Bradley.
“This film celebrates not only what Grey means to us as a brand, but also what it means to New Balance consumers. It recognises sub-cultural New Balance fans who have stood by our brand and the emblem of Grey for generations,” said Chris Davis, Chief Marketing Officer and Senior Vice President of Merchandising at New Balance. “It also recognises the ubiquity of the colour Grey, appealing to people everywhere from supermodels in London, to dads in Ohio, to sneaker connoisseurs in Tokyo. Grey is a colour for all that represents authenticity, versatility, and timelessness, carrying our heritage into the future.”
The brand will also launch several exclusive products throughout the month including:
- May 1 – The Grey Shop launches in New Balance stores and on newbalance.com.my and will include new and existing Grey styles from our lifestyle, performance, and kids ranges, including the 327, 574, 550, and a selection of timeless Grey apparel.
- May 17 – The ‘Grey Days’ WRPD Runner and 1906R launch. These special-edition designs feature material mixes and distressed details inspired by the timelessness of stone.
- May 20 – The Fresh Foam X 1080 ‘Grey’ launches. Suede detailing and a classic, tonal grey colourway provide a heritage-inspired take on our pinnacle running shoe.
The Grey Days collection (selected models may contain pigskin) will be available on newbalance.com.my and at New Balance’s Pavilion KL, Sunway Pyramid, Mid Valley KL, One Utama, and IOI City Mall outlets for selected models from 1 May 2024 onwards.
Experience New Balance’s Grey Days 2024 at Slate at The Row KL
This May, immerse yourself in New Balance’s iconic grey at the Grey Days event at Slate at The Row KL, a celebration of the colour grey highlighting New Balance’s heritage and ongoing innovation.
The event also features exclusive exhibitions of the latest Grey Days collections, epitomising the brand’s commitment to quality and style. Enjoy interactive experiences like the ‘Craft Your Grey’ workshop, where you can get hands-on to customise your own grey-themed accessory. Plus, make a minimum purchase at the pop-up event to redeem a set of Handmade Concrete Trays. But that’s not all—by attending the event, you could be the lucky winner of a pair of Grey shoes! These offers are subject to terms and conditions and are available only while stocks last. Don’t miss this unforgettable experience!
Grey Days 2024 Details:
| Dates | Location | Time |
| 17 – 19 May 2024 (Friday to Sunday) | Slate at The Row KL44, Jalan Doraisamy, Chow Kit, 50300 Kuala Lumpur | 11:00 AM – 8:30 PM |
This event promises a comprehensive exploration into the craftsmanship and unique style that define New Balance. It’s an invitation to explore the colour grey not just as a colour but as a symbol of versatility, authenticity, and timeless style.